ISSN 2292-1648 Login Register
LIKE US ON FACEBOOK
FOLLOW US ON TWITTER
Call for Paper - June 2020 Edition
IJME solicits original research papers for the June 2020 Edition of IJME. The date of manuscript submission is Open
Read More

Email this article (login required)

Measuring the Effectiveness of Online Advertising: The Tunisian Context

Ali Haj Khalifa

Abstract


The development of the Internet tool was accompanied by a business turnaround which has deep effects on the rules of marketing and particularly company-customers relationships. The graphical interface that the Web can create between the company and its customers promotes its use as a medium of marketing communication. The advantages of e-communication are endless for companies, including timeliness, cost and interactivity. However, users are daily confronted with large masses of information which may affect the issue of effectiveness of this communication form. Therefore, it is necessary to know whether the information transmitted is accessed and if it achieves the objectives associated with it. In other words, to what extent the internet communication is effective. In this research, efficiency is studied through two indicators: the advertising memorization and the click on the pop-up advertising. The empirical study was conducted on a sample of 200 Internet users. The statistical analysis used is descriptive analysis and logistic regression. The main empirical results show that memory is largely affected by the location in the screen, size and animated banner advertising. As for the "click", it’s related to the colors used in the banner, size and clarity of the message.


Keywords


E-advertising; Effectiveness; Pop-up; memorization

Number of downloads: 1621

Full Text:

PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Quick Link

Journal Content

  • Search

Peer Review

IJME introduces peer-review from its first Edition onwards. The researchers submitting their papers for publication should review atleast one technical paper from their domain. The manuscript also undergoes mandatory procedural review with IJMES review and scholar panel.